Benn Ward believes anyone with the right attitude can make a success out of a Jim’s Mowing business.
In 1997, aged 18, Benn bought his first Jim’s Mowing franchise.
“I left school and worked for a mate in his Jim’s business and when he was selling, I was keen to buy it. When the franchisor wouldn’t sell because he thought I was too young, my father said he’d take it over if I failed,” Benn reveals.
“I was ignorant about the business but I liked the outdoors, and being active, and loved the interaction with clients. They were then mostly older customers, and they loved having someone young and eager to deal with. My strength was that I was nice, I asked them when I didn’t know something, I didn’t bluff. And of course I enjoyed the money.”
Benn learned from other franchisees and built up a solid client base. By 2003 he was ready to step up to a regional franchisor role and took over the Geelong region.
His role was to support the 25 franchisees in the area, and initially he faced scepticism from some older franchisees but his actions won them over.
He brought on more commercial and aged care clients to diversify their client base, and introduced processes to help build their businesses.
While managing the growing franchisee base, he was still operating his own mowing franchise.
That came to an abrupt end however in 2007 when Benn underwent back surgery after a footy injury.
From franchisee to trainer
Although he was unable to continue with the physical work of mowing, a new door opened at the national office.
Benn spent five years as national training manager, introducing an induction course for new franchisees from across Australia, New Zealand and the UK – the first time they were training together.
“Traditionally training had been state based; this was a new initiative, so the pressure was on to make sure the course was good,” he explains.
Over the five-day training, Benn would mix with the franchisees, and meet a diverse demographic – people from all backgrounds
“I got to know what franchisees were anxious about, and what they need,” he says.
“And their biggest fear is that there’s a catch to the Jim’s franchise – they are wary. They are most apprehensive about misinformation. Back in the day it was hearing an accountant warn them off a franchise; today it’s social media content that can make them anxious.
“My approach was to ask presenters to share their own stories without colluding with each other. That built trust, and it gave franchisees faith when they heard warts-and-all experiences,” Benn says.
Focus on client service and doing the little things right
He took that approach himself.
“I would tell franchisees, if I can do it, anyone can. You do it by focusing on client service, and doing the little things right, then the money takes care of itself.
And mistakes will happen, he says, but Jim’s is supportive in these circumstances.
“One time I even set fire to a mower when working in a dry paddock. At Jim’s failing is ok, we support you through the challenges,” he says.
When Benn and his lawyer wife moved back from Melbourne to Geelong for a better life for their growing family, he swapped his training role to be a full-time regional franchisor.
“Geelong is growing rapidly and there are huge opportunities for people looking to buy a franchise,” Benn says.
Some of the franchisees in the Geelong region have notched up more than 25 years as Jim’s Mowing franchisees, and are now heading to retirement.
“We always have new franchisees coming in, and my main role is to help people enter and exit, and to support the new business owners.”
The commercial side, including aged care contracts, continues to grow and Benn employs two staff members to handle this sector of the business.
“This gives our clients one point of contact,” he says.
Built trust, build a good business
“We always say in Jims, ‘good humans go well’. It’s not about chasing a dollar but supporting people to get home services and our goal is to build trust and make it easy for them.
“It is very rewarding to have someone meet and discuss a franchise opportunity, stay for 15 years and tell you it was the best thing they did.”
Benn supports 88 franchisees in Geelong. The franchisees used to be older workers looking for a pre-retirement business. Now they are younger and entrepreneurial, and new Australians keen to make a start.
These franchisees want flexibility, not a 50-60 hour week, Benn explains.
“That’s the strength of the business model: you can make a good income, and still have time with family,” he says.
“We have more work than we can handle and we have very few franchisees who fail. Jim’s Mowing gives you a great life and a good income. For a time I was a stay-at-home dad, looking after our kids, and now I’m coaching basketball and doing the school runs.
“We’ve got several franchisees coaching footy teams or kids sport. Jim’s give you unbelievable flexibility – it’s great if you’re a golfer or a surfer! That’s the beauty – once you have established your business you can find that balance.”